Statistics on advertising expenditure in Eastern Europe, as in many countries, are neither extensive, detailed nor reliable. This chapter gives the figures available for Poland, Hungary and Yugoslavia. It seems that large-scale surveys, such as the one conducted by the Advertising Association for the UK, would be needed to improve on these data. No such survey exists so far, though in Yugoslavia ZIT is beginning something equivalent.
KeywordsAdvertising Expenditure Total Household Consumption Advertising Budget Marketing Expenditure Display Advertising
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